Marketing System of Imported Wine in China
Modern marketing aims to meet the demands of consumers and pursue the maximum of enterprise profits .
Foreign vinters have been focusing on the expansion of mid-range and high end market in China . Their target market is oriented to the minority group consumers . They put the emphasis on the the wine education to consumers , including the appreciation and experience of wine culture , and cultivate a high loyalty consumers group .
In fact ，there exist many restrictions and disadvantages in the above marketing concept , according to the developing trend and situation of improted wine in China .
Basic Education ：Comprehensive Marketing Campaign
The imported wine has rich cultural background . After they enter into China market , they not only influence the wine product in China , but also bring more recognition belonged to wine culture , such as Cotes du Provence , Loire Valley , Rhone Valley in France , Napa Valley in America and Californian vinyards , Spanish Sherry , etc .
Imported wines spread foreign consumption culture and promote regional wine culture to Chinese consumers so as to cultivate loyal consumer groups , and drive the whole consumption trend of imported wines .
We have seen that most foreign wine enterprises promote wines mainly through franchise stores with wine estate concepts and clubs . Traditional supermarkets , hotels are the complemented sales channels .
The above marketing modes target minority consumers and special population . Franchise store offers a lot of chances to develop brands for imported wine franchiser , and promote foreign brands more effectively . Club sales strategy is a common marketing method for foreign wines . Club sales aim at high-end consumers in China , who are opinion leaders among wine consumers .
Club sales mode can offer consumers opportunities to get to foreign wines , and understand the cultural content of them .
Crucial project : establishing individual brand
Generally speaking , techniques in domestic grape wine industry are lagging behind that of imported wine . However , imported wine will be restricted by high cost from market expanding , brands cultivation and channel operation .
In fact , sale terminals in China are mostly monopolized by domestic wine enterprises . In terms of brand , imported wine enterprises often promote their famous brands collectively , not individually , which makes them have no high popularity in China and fail to cultivate brand loyalty .
Therefore , imported wine must focuse on the construction of “ Individual Brand ” , which is the crucial project to expand shares in China market .
In 2001 , Castel Group (France) cooperated with ChangYu Group to enter into China market successfully . After that , Castel established a strong alliance with Poseidon Fortune International Winery (Beijing) Co. Ltd to construct sales channels for their bottled wines . At the same time , Castel cooperated with Shanghai Jian Fa Group co. Ltd , who becomes the exclusive dealer for “ ROCHE MAZET ” series wines of Castel . Both of them determined to establish the brand expansion strategy .
Castel Group depends on Donghai Xinye to build a large sale web in China market . It is reported that sales volume of “ ROCHE MAZET ” series wines reached more than 500 thousand bottles in China to the end of November , 2007 , which turn into the top sales imported wine in China .
Market expansion strategy : Reasonable prcing
There existed much excessive profit phenomena for imported wine in the past . Raymond zhang , the president of American Dewar's Wine Group , said that a bottle of cheap foreign wine with the price of 5 to 6 yuan in America would be priced at 300 to 400 yuan in China . It is obvious that profits are far too excessive , which turnes into the strong barriers to spread imported wine in China market .
Today foreign wine enterprises have realized the above problems and begin to adjust wine prices . Middle end imported wine start to enter into China market .
Miroglio S.p.A , the largest wine enterprise in Italy , will launch their top quality “ Tanunda ” series wines with the lowest price in China . Bordeaux will also export some top wines at cost price .
The premium quality of imported wine is the basis of marketing in China market . Successful marekting means must cater to Chinese consumers from quality , brand value and pricing .